Price, although an extremely important element of the marketing mix, is often neglected, which is often caused by the complexity of its management and the sensitivity of customers to changes. When a customer chooses to buy a particular product or service, price is not the only factor influencing that decision. Therefore, it is extremely important to study it in relation to other elements of the marketing mix. For the purchase of a product or service, the buyer must pay a certain price which he considers to be his own economic loss which he must accept. Price has a quantitative and qualitative function, and is often equated with the notion of value. In addition to the economic loss of prices, it can signal to the consumer the quality of an individual product, in accordance with which the individual studies its value and why he is more or less willing to pay a specific amount. Consumers also play an important role in creating supply and demand, and in some situations they can influence the pricing of certain products. The paper uses several scientific methods that process information collected from suitable materials. Among these methods, the method of synthesis and analysis stands out the most, especially in the interpretation of price goals, the importance of pricing, the way of pricing and the method of the same procedure. In doing so, complex concepts are decomposed into simple elements, after which each of them is studied. Throughout the paper, deductive and descriptive methods were used to describe the collected data, and the method of analysis, among other things, was used in the analysis of already existing results of survey questionnaires. All collected information is assembled into a meaningful whole by the method of compilation.